Peet's Coffee Wants to Attract New Consumers With Brand Refresh While Maintaining Quirky Heritage

Inside the design process with creatives from Character

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Over the last decade, the coffee category has undergone dramatic changes, with competition heating up as local, artisan coffee shops have appealed more to younger consumers than large-scale chains. Now, to win over those younger consumers, one of those chains, Peet’s Coffee, is refreshing its brand identity, packaging, in-store displays and introducing new products (like Peet’s Cold Brew) with help from branding and design shop Character.

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